How MasterClass Advertises on Meta

# Ad summary This ad for Masterclass features Professor Jeffrey Pfeffer, who teaches how to gain influence. He explains that hard work and loyalty are not enough to get promoted, and that people less talented than you will take your promotion if you don't understand corporate politics. He encourages viewers to make bolder moves, act with authority, and master power. # Brand positioning Masterclass is presented as a platform where anyone can learn from the world's best. The brand aims to occupy a space in the consumer's mind as a source of high-quality educational content taught by experts in their respective fields. The brand aligns with values of self-improvement, lifelong learning, and access to exclusive knowledge. Masterclass pushes against the norms of traditional education by offering a diverse range of subjects and instructors, from business and leadership to arts and entertainment. The brand positioning is both functional (providing structured learning) and emotional (offering inspiration and personal growth). # Product Masterclass is an online learning platform that offers courses taught by experts and celebrities in various fields. The product is for anyone who wants to learn new skills, improve their knowledge, or gain insights from successful individuals. The platform provides access to thousands of lessons and unlimited access to a wide range of courses. Masterclass addresses the purchase barrier of traditional education by offering a convenient and flexible learning experience that can be accessed anytime, anywhere. The ad tells the viewer that Masterclass is worth trying because it provides access to exclusive knowledge and insights from experts, helping them achieve personal and professional growth. # Visual style The ad has a polished, professional aesthetic with a mix of static shots and quick cuts. The production quality is high-end, giving it a commercial feel. The visual motifs include text overlays with a yellow background and shots of Professor Jeffrey Pfeffer in a suit. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. # Hooks Spoken: 00:00–00:05 You do not need to be liked by everybody. You need to choose your friends and your enemies carefully. Text overlay: 00:00–00:05 You do not need to be liked by everybody. Visual: 00:00–00:05 A man in a blue suit and glasses sits in a brown leather chair in front of a blurred background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that hard work and loyalty are not enough to get promoted, and that people less talented than you will take your promotion if you don't understand corporate politics. "If you think hard work, loyalty, and waiting your turn will get you promoted, you're dead wrong." # Value propositions - Learn from Stanford's iconic professor - Master power - Get rid of imposter syndrome # Benefits - Gain influence - Be more powerful - Achieve success # Features - Thousands of lessons - Unlimited access # Call to action SIGN UP NOW # Point of view - Expert 100% – The ad is delivered from the perspective of Professor Jeffrey Pfeffer, who is presented as an expert in the field of power and influence. # Storyline - 00:00–00:05 00:00–00:05 A man in a suit and glasses sits in a chair and says, "You do not need to be liked by everybody. You need to choose your friends and your enemies carefully." - 00:05–00:08 00:05–00:08 Text appears on a yellow and black checkered background that reads, "WIN THE GAME OF POWER." - 00:08–00:12 00:08–00:12 The man in the suit says, "I'm going to teach you how to be more powerful. Because power leads to success." - 00:12–01:03 00:12–01:03 Text appears on a yellow background that reads, "HOW TO GAIN INFLUENCE WITH STANFORD'S ICONIC PROFESSOR." The man in the suit says, "Some of the things we're going to talk about having you do are going to make you feel uncomfortable. If you think hard work, loyalty, and waiting your turn will get you promoted, you're dead wrong. You don't understand corporate politics. People less talented than you will take your promotion. Make bolder moves. Most people wait for permission. They wait for direction. They wait to be told what to do. Power favors those who move first. Act with authority. Attitudes follow behavior. So if you want to get rid of imposter syndrome, stop acting like an imposter. Don't resent power. Don't resent the people who have power. Master power. I'm Professor Jeffrey Pfeffer and this is Masterclass." - 01:03–01:09 01:03–01:09 Text appears on a black background that reads, "THOUSANDS OF LESSONS UNLIMITED ACCESS." The Masterclass logo appears with the text "SIGN UP NOW."

# Ad summary This ad promotes MasterClass Certificates. It highlights the possibility of becoming fluent in AI and proving it through a certificate course taught by the world's best. # Brand positioning MasterClass is presented as a provider of high-quality educational certificates. The brand positions itself in the realm of professional development, enabling individuals to enhance their careers by acquiring AI fluency through structured courses. The brand suggests that it provides high-quality AI education. # Product The product is a certificate course designed to build AI fluency. The course is taught by the world's best instructors. It allows individuals to grow their careers by acquiring certification in AI, positioning it as an advantageous addition to one's skill set. It addresses the need for formal recognition and validation of AI skills in the professional world. # Visual style The ad uses a clean and professional visual style with a focus on clear typography and a simple color palette. The production quality is high, with polished graphics and a focus on legibility. The design integrates typography prominently, using different sizes and weights to emphasize key messages. The style aims to convey trustworthiness and competence, aligning with the brand's positioning in professional education. # Hooks Headline: Become fluent in AI— and prove it # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for individuals to acquire and validate AI skills to advance their careers, indicating a potential struggle or gap in current skills. # Value propositions - Gain AI fluency and prove it with a certificate. - Learn from the world's best instructors to advance your career. # Benefits - Grow your career by building AI fluency # Features - certificate course # Call to action None used. # Social proof - None used. # Point of view - Brand: Present throughout the image, sharing the offering of the AI fluency certificate course. # Storyline - The ad opens with the claim that one can become fluent in AI and also prove it with a MasterClass certification, creating interest in the course for AI upskilling. The brand is telling the viewer this and setting up the value of the product. - The ad closes out by stating that the course can help the viewer grow their career by building AI fluency. The brand is stating that the course is taught by the world's best, further bolstering confidence in the quality of the product.

# Ad summary This ad promotes a MasterClass course on AI leadership, featuring instructors Conor Grennan, Nichol Bradford, and Amy Webb. The ad emphasizes the importance of understanding AI in the modern workplace and positions the course as a way to become an indispensable AI-first leader. # Brand positioning MasterClass is presented as a platform for learning from industry experts and thought leaders. The brand aims to occupy a space in the consumer's mind as a provider of high-quality educational content, offering courses taught by recognized professionals in various fields. The brand aligns with values of self-improvement, continuous learning, and professional development. MasterClass positions itself as a premium educational resource, differentiating itself from more informal or generalized online learning platforms. The brand positioning is both functional (providing specific skills and knowledge) and emotional (offering a sense of accomplishment and career advancement). # Product The featured product is a MasterClass course focused on AI leadership, designed to help individuals understand and leverage artificial intelligence in their professional roles. The course is for professionals who want to stay relevant and become leaders in an AI-driven workplace. The course aims to provide a new way of thinking about AI, treating it as a digital companion. It helps users audit their jobs, identify tasks to automate, and determine which tasks require human expertise. The course addresses the fear of job displacement by empowering individuals to become indispensable in the age of AI. The course is presented as a way to gain control and agency in a rapidly changing technological landscape. # Visual style The ad has a polished, professional aesthetic with clean backgrounds and clear visuals. The editing style is a mix of static shots and quick cuts, with smooth transitions between scenes. The production quality is high, giving the ad a commercial feel. The pacing is consistent, with cuts timed to the music and voiceover. The overall tone is serious and informative, aimed at a professional audience. # Hooks Spoken: 00:00–00:05 If you want to have a job in the next five years, these are the AI rules you need to know. Text overlay: 00:00–00:05 If you want to have a job in the next five years, these are the AI rules you need to know. Visual: 00:00–00:05 A medium shot of a man with short brown hair and a blue button-down shirt, standing in front of a desk with a computer monitor, printer, and other office supplies. The background is a blurred living room setting with a couch and artwork. The man is speaking directly to the camera with a serious expression. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the fear of job displacement due to the rise of AI. "If you want to have a job in the next five years, these are the AI rules you need to know." # Value propositions - Learn from industry experts to stay ahead of the curve in the age of AI. - Gain practical skills to audit your job and identify opportunities for automation. - Empower yourself to become an indispensable AI-first leader. # Benefits - Stay relevant in the modern workplace - Become an AI-first leader - Gain control and agency - Make yourself indispensable - Career advancement # Features - AI leadership course - Taught by industry experts - New way of thinking about AI - Audit your own job - Identify tasks to automate - Determine which tasks require human expertise # Call to action SIGN UP NOW # Social proof - "I'm Conor Grennan, chief AI architect at NYU Stern School of Business." - "I'm Nichol Bradford. I've worked in emerging technologies for 20 years." - "I'm Amy Webb, CEO of Future Today Strategy Group and a professor of strategic foresight at the New York University Stern School of Business." - "I've wanted to do a class with MasterClass my whole life." – Nichol Bradford (Executive-in-Residence for AI & Human Intelligence at SHRM) # Point of view - Customer 5% – A customer expresses their desire to take a MasterClass. - Brand 20% – The brand uses text overlays to highlight key messages and calls to action. - Expert 75% – Experts provide insights and testimonials about the value of the course. # Storyline - 00:00–00:05 00:00–00:05 A man in a blue shirt directly addresses the camera, stating that if you want to have a job in the next five years, you need to know the AI rules. This is intended to grab the viewer's attention by highlighting the urgency and importance of understanding AI in the modern workplace. The perspective is from an expert, setting a tone of authority and knowledge. - 00:05–00:08 00:05–00:08 Text overlay appears: "BECOME THE LEADER AI CAN'T REPLACE." This reinforces the message of empowerment and career security. The perspective is from the brand, promoting the value of the course. - 00:08–00:10 00:08–00:10 A woman in a black blazer states that the class isn't about writing prompts. This is intended to clarify the course's focus on broader AI leadership skills rather than just basic AI usage. The perspective is from an expert, setting a tone of authority and knowledge. - 00:10–00:17 00:10–00:17 The man in the blue shirt returns, stating that you know your job better than anyone and that shifting your thinking about AI can make ten times the impact. This is intended to build confidence and highlight the potential benefits of the course. The perspective is from an expert, setting a tone of authority and knowledge. - 00:17–00:20 00:17–00:20 Text overlay appears: "COMMAND AI WITH CONFIDENCE." This reinforces the message of empowerment and career security. The perspective is from the brand, promoting the value of the course. - 00:20–00:23 00:20–00:23 The woman in the black blazer states that this is how you become an AI-first leader at work. This is intended to position the course as a pathway to career advancement. The perspective is from an expert, setting a tone of authority and knowledge. - 00:23–00:30 00:23–00:30 The man in the blue shirt states that you'll walk away with a new way of thinking about AI and start to treat it like a digital companion. This is intended to highlight the practical benefits of the course. The perspective is from an expert, setting a tone of authority and knowledge. - 00:30–00:31 00:30–00:31 Text overlay appears: "LEARN CRUCIAL AI SKILLS." This reinforces the message of empowerment and career security. The perspective is from the brand, promoting the value of the course. - 00:31–00:35 00:31–00:35 The woman in the black blazer states that you have more agency than you realize. This is intended to empower the viewer and address fears about AI taking over jobs. The perspective is from an expert, setting a tone of authority and knowledge. - 00:35–00:47 00:35–00:47 The man in the blue shirt states that you're going to audit your own job, break down your tasks, and get a sense of which ones to automate and which ones to lean into as humans. This is intended to highlight the practical benefits of the course. The perspective is from an expert, setting a tone of authority and knowledge. - 00:47–00:50 00:47–00:50 Text overlay appears: "PREPARE TO BE INVALUABLE." This reinforces the message of empowerment and career security. The perspective is from the brand, promoting the value of the course. - 00:50–00:55 00:50–00:55 The woman in the black blazer states that regardless of what happens with AI, you have figured out a way to make yourself indispensable. This is intended to reassure the viewer and highlight the long-term value of the course. The perspective is from an expert, setting a tone of authority and knowledge. - 00:55–01:14 00:55–01:14 The instructors are introduced: Conor Grennan, Nichol Bradford, and Amy Webb. This is intended to build credibility and highlight the expertise of the course instructors. The perspective is from the brand, promoting the value of the course. - 01:14–01:17 01:14–01:17 Text overlay appears: "SIGN UP NOW" followed by the MasterClass logo. This is intended to prompt the viewer to take action and sign up for the course. The perspective is from the brand, promoting the value of the course. - 01:17–01:21 01:17–01:21 Nichol Bradford states that she's wanted to do a class with MasterClass her whole life. This is intended to add a personal touch and build trust with the viewer. The perspective is from an expert, setting a tone of authority and knowledge.

# Ad summary This ad promotes a MasterClass certificate course created in collaboration with Microsoft. The speaker highlights the importance of becoming AI enabled in order to not get beat by the competition. The course is described as a playbook for unlocking growth. # Brand positioning Microsoft is positioned as an established leader in AI technology, with 30 years of experience. They are a credible source of knowledge and expertise in the field of AI, and can help businesses unlock growth. The brand promotes a sense of urgency and stakes by implying the consequences of not keeping up with the competition. # Product The product is a MasterClass certificate course, created in collaboration with Microsoft, focused on AI technology and leadership. The certificate acts as a playbook for unlocking growth, and helps participants learn what is possible. The course is designed for people to learn with the people here at Microsoft. A pre-enrollment offer is available to save 30%. # Visual style The ad has a polished aesthetic, with simple backgrounds and direct camera address. There are quick cuts between speakers, and music playing throughout. The production quality is high, creating an overall professional feel. The ad uses static shots and smooth transitions. # Hooks Spoken: 00:00–00:04 You're either going to become an AI enabled company, or you're going to be beaten by one. Text overlay: 00:00–00:04 ENDS SOON: PRE-ENROLL TO SAVE 30% / 00:00–00:04 You're either going to become AN AI enabled company, / 00:02–00:04 or you're going to be beaten by one. Visual: 00:00–00:04 A man, age 35-45, with fair skin and short brown hair is centered in the frame. He is wearing a blue zip up jacket, with a dress shirt peeking through, and is speaking directly into the camera. The background is a blurred out wall with a wood pattern. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point addressed is the risk of being left behind or "beaten" by AI-enabled companies if one does not adapt and integrate AI into their own business. The quote "You're either going to become an AI enabled company, or you're going to be beaten by one" – Man 1, clearly signals this fear of obsolescence and competitive disadvantage. # Value propositions - The certificate is your playbook for unlocking growth - Pre-enroll to save 30% # Benefits - Unlock growth - Learn what might be possible - Learn with the people here at Microsoft # Features - Certificate course - Collaboration with Microsoft # Call to action None used. # Point of view - Brand 100% – The official voice of Microsoft and MasterClass presents the need to be AI enabled and what their course can do to get you there. # Storyline - 00:00–00:04 00:00–00:04 The speaker introduces the topic of AI, stating that you are either going to become an AI enabled company or you're going to be beaten by one. This is designed to establish the high stakes and urgency of the topic. - 00:05–00:08 00:05–00:08 The speaker then transitions to speaking about Microsoft, stating they have been working on AI for 30 years. This provides credibility to Microsoft as a company offering an AI course. - 00:08–00:10 00:08–00:10 The speaker says to learn what it really takes to lead with AI. This promotes the value proposition of the AI course. - 00:10–00:15 00:10–00:15 The screen shows a certificate that is issued after the course is taken, and it has both the MasterClass and Microsoft logos. This identifies the course. - 00:15–00:16 00:15–00:16 A speaker says this certificate is your playbook for unlocking growth. This promotes the value proposition of the AI course. - 00:17–00:19 00:17–00:19 Another speaker says learn what might be possible, furthering the value proposition of the course. - 00:19–00:21 00:19–00:21 The speaker says with the people here at Microsoft. This provides a unique feature of the course.

# Ad summary This ad promotes Cal Newport's MasterClass that offers a playbook to escape the trap of business and increase odds of success through focused work. # Brand positioning MasterClass is presented as a premium educational platform that offers courses and content taught by experts in various fields. The brand emphasizes high-quality instruction and aims to empower individuals to learn from the best in order to achieve their personal and professional goals. The ad promotes the MasterClass lesson taught by Cal Newport on rebuilding focus and reclaiming time. # Product The featured product is a MasterClass course taught by Cal Newport that focuses on techniques to rebuild focus and reclaim time. The ad highlights that the class is based on over 20 years of research distilled into a single playbook. The MasterClass is positioned as a solution to the "trap of busyness," helping viewers increase their odds of success through focused work. The ad addresses the pain point of constant interruptions and distractions that can take up to 20 minutes to recover from, as well as feelings of burnout from overwork. The MasterClass aims to help viewers move "from busywork to brilliant work." MasterClass is promoted as providing thousands of lessons and unlimited access to a premium learning experience. # Visual style The ad features a polished and professional aesthetic, utilizing a combination of direct-to-camera expert testimonials and B-roll footage to illustrate key points. The editing style includes quick cuts between the speaker and relevant visuals, maintaining a consistent pace throughout. The production quality is high, lending credibility to the message. The use of clear, simple text overlays reinforces the spoken content. The visuals are timed to the audio track. # Hooks Spoken: If you think being available all the time helps your career, you're wrong. Text overlay: If you think being available all the time / helps your career, / you're wrong. Visual: 00:00–00:04 Medium shot of Cal Newport, a middle-aged white man with short brown hair, wearing a blue and white checkered shirt under a navy blue jacket. He is positioned in front of a dark wood paneled wall with a blurred-out lamp visible in the background. He looks directly at the camera and gestures with his hands while speaking. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain of constant interruptions and distractions that can take up to 20 minutes to recover from. # Value propositions - The playbook, with the 20 years of research, aims to assist in escaping the trap of busyness. - Reclaiming time by rebuilding focus will lead to brilliant work and increase the odds of success. # Benefits - Rebuild Your Focus - Reclaim Your Time - Increase your odds of success - From Busywork to Brilliant Work # Features - A playbook to escape the trap of busyness - 20 years of research # Call to action SIGN UP NOW # Point of view - Expert 100% – The ad is delivered entirely from the perspective of Cal Newport, who is presented as an expert in productivity and focus. # Storyline - 00:00–00:04 Cal Newport directly addresses the viewer, challenging the assumption that constant availability is beneficial for one's career. - 00:04–00:06 The ad transitions to a text overlay showing the title of the class: "REBUILD YOUR FOCUS." - 00:06–00:15 Cal Newport introduces the core concept of the course: freeing oneself from the overwhelming nature of continuous, small tasks. - 00:15–00:17 The ad transitions to a text overlay showing the title of the class: "RECLAIM YOUR TIME." - 00:17–00:28 Cal Newport presents his MasterClass as the result of over 20 years of research, offering a solution to "escape the trap of busyness." - 00:28–00:28 He emphasizes the need for focused work to increase the odds of success. - 00:28–00:33 Cal Newport highlights the problem of constant interruptions and their impact on focus. - 00:33–00:40 He states that distraction, not AI, is the biggest threat to productivity. - 00:39–00:40 The ad transitions to a text overlay showing the benefit of the class: "FROM BUSYWORK TO BRILLIANT WORK." - 00:40–00:48 Cal Newport highlights the burnout crisis and refutes the idea that a 60-hour work week is the only way to succeed. - 00:48–00:51 Cal Newport urges viewers to watch his class to learn how to work effectively and make time to pursue the ideas. - 00:51–00:54 Cal Newport identifies himself and the MasterClass lesson. - 00:54–00:59 The ad ends with a collage of various MasterClass offerings and a call to action to "SIGN UP NOW."

# Ad summary Ad about becoming the most influential person at work # Brand positioning There is no brand description in this ad. It focuses on personal and professional development rather than promoting a specific brand or product. # Product There is no specific product shown in the ad. It offers general self-help advice, focused on helping individuals improve their influence and standing in the workplace. The primary focus is on personal development and career advancement by becoming indispensable and influential. # Visual style The ad uses a minimalist visual style with a stark contrast between the bold yellow text and the black background. The typography is straightforward and direct, emphasizing the message. The overall style is clean and simple, meant to be easily scannable and attention-grabbing. # Hooks Headline: BECOME TOO VALUABLE TO IGNORE # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the desire to stand out and be recognized in a professional environment. This is signaled by the message "BECOME TOO VALUABLE TO IGNORE," suggesting that the viewer might currently feel overlooked or underappreciated in their workplace. # Value propositions - None used # Benefits - Become the most influential person at work # Features - None used # Call to action None used. # Social proof - None used # Point of view - Brand: The message "BECOME TOO VALUABLE TO IGNORE" is a directive from the brand, intended to inspire and motivate the audience. # Storyline - The ad's sole intention is to communicate the importance of becoming highly valuable in a professional setting, as told from a career advice perspective. This message is intended to spark interest in self-improvement and career advancement.

# Ad summary This ad promotes Masterclass, an online learning platform, and features author Walter Mosley discussing how to tell a great story. He encourages viewers to take his class to learn the elements needed to create stories that stick. # Brand positioning Masterclass is presented as a premium online learning platform that provides access to courses taught by experts in various fields. The ad showcases its focus on quality education and mentorship from well-known professionals, positioning it as a valuable resource for personal and professional development. The brand aligns with values of intellectual curiosity, self-improvement, and achieving mastery in different disciplines. It distinguishes itself by offering exclusive access to leading figures who share their expertise directly with students. # Product The featured product is Walter Mosley’s Masterclass on storytelling. It aims to teach students the essential elements of crafting compelling and memorable narratives. The ad highlights the unique opportunity to learn directly from a seasoned author, offering insights into his creative process and techniques. It emphasizes the value of mastering the art of storytelling to captivate audiences and create lasting impact. It also implies overcoming barriers to entry by providing accessible education from an expert in a convenient online format. By offering direct mentorship from Walter Mosley, the product aims to inspire and empower students to develop their storytelling skills and unlock their creative potential. # Visual style The ad has a polished and professional aesthetic with soft lighting and a clean background. The editing is minimal, primarily using static shots and smooth transitions. The production quality is high, resembling a professionally produced interview. The pacing is moderate, with consistent framing and shot durations. The focus is on Walter Mosley and his message, creating a sense of intimacy and credibility. # Hooks Spoken: 00:00–00:07 Walter Mosley: Tell a great story. Text overlay: 00:00–00:07 TELL A / 00:01–00:07 GREAT STORY Visual: 00:00–00:07 The shot shows Walter Mosley sitting in a chair in what appears to be a living room. In the background is a blurry bookshelf. Walter is a middle-aged Black man wearing a blue sweater over a white collared shirt. He is gesturing with his hands as he speaks, conveying enthusiasm and authority. The camera is stationary, and the shot is a medium close-up, focusing on Walter's upper body and facial expressions. The lighting is soft and warm, creating a comfortable and inviting atmosphere. # Funnel stage Consideration # Pain points The ad addresses the frustration of having good ideas that fail to resonate with an audience. # Value propositions - Learn from a master storyteller: Walter Mosley’s class offers unique insights into crafting compelling narratives. # Benefits - Learn the elements you need to make those stories stick. - Master the art of storytelling # Features - Learn from Walter Mosley - Online class # Call to action Take my class # Social proof - None used. # Point of view - Expert 100% – The entire ad features an expert speaking directly to the camera and sharing his wisdom. # Storyline - 00:00–00:07 00:00–00:07 Walter Mosley sits in a chair and tells viewers to tell a great story. The intent is to grab attention and set the stage for his class by highlighting the importance of good storytelling. The perspective is from Walter Mosley, conveying his expertise and authority on the subject. The tone is motivational and encouraging. - 00:07–00:12 00:07–00:12 Walter Mosley explains that it's not enough to have a good idea; you have to make people care about it. The message emphasizes the need to make the audience feel something to connect with the story. The perspective remains with Walter Mosley, conveying his insights on emotional storytelling. The tone is informative and insightful. - 00:12–00:14 00:12–00:14 A shot of a laptop transitions to Walter Mosley, who tells viewers to take his class to learn what elements are needed to make stories stick. The intent is to transition to a direct call to action for viewers to engage with the product. The perspective shifts from general advice to a specific opportunity. The tone is persuasive and encouraging.

# Ad summary Cal Newport shares a problem with work and how he can help. # Brand positioning MasterClass is presented as a premium, reputable platform for online learning. The ad positions MasterClass as an authority in education, offering access to thousands of lessons taught by experts. The platform distinguishes itself by featuring well-known and respected figures as instructors. The brand aligns with values of achievement, continuous learning, and personal/professional growth. MasterClass seeks to stand apart from typical educational content by creating an engaging user experience with high-quality production and content. # Product MasterClass is an online learning platform that provides access to courses taught by experts and notable figures in various fields. The platform offers a wide range of classes, promising thousands of lessons across diverse subjects. Unlimited Access to content is a USP, allowing users to explore multiple areas of interest. The ad addresses the purchase barrier of skepticism towards online learning quality by highlighting the credibility and expertise of the instructors. MasterClass is worth trying because it offers a unique learning experience with high-profile teachers. # Visual style The ad features a polished, professional aesthetic, blending studio-lit shots of the expert with supporting b-roll. The editing rhythm includes a mix of quick cuts during transitions and more static shots when the expert is speaking directly to the camera. The production quality feels high-end, which supports the credibility and expertise of the instructor and brand. # Hooks Spoken: 00:00–00:04: If you think being available all the time helps your career, you're wrong. Text overlay: 00:00–00:04: If you think being available all the time helps your career, you're wrong. Visual: 00:00–00:03: Cal Newport is in a well-lit room with dark wood paneling, a bookshelf, and dim lamps in the background. He is wearing a blue button-up shirt with a dark blue jacket. He looks directly at the camera and gestures with his right hand while speaking. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle to maintain focus and productivity in a world filled with distractions and constant demands. The ad uses the phrase, “stuck wrangling a thousand little tasks and seeing our biggest ideas being thwarted because we have no time to pursue them.” # Value propositions - 20 years of research distilled into a playbook # Benefits - Escape the trap of busyness - Focused work can increase your odds of success. # Features - Thousands of lessons - Unlimited access # Call to action Watch my class and learn how wrong they are. # Point of view - Expert 100% – The ad is told entirely from the perspective of Cal Newport, a recognized expert in productivity and focus, who provides insights and solutions. # Storyline - 00:00–00:03 The ad opens with Cal Newport directly addressing the audience, challenging the common belief that constant availability is beneficial for one's career. - 00:03–00:08 Newport then introduces the idea of "rebuilding your focus and reclaiming your time," hinting at the core solution offered through his MasterClass. - 00:08–00:16 He then explains the frustration of being stuck with small tasks and not having time for bigger ideas. - 00:17–00:28 Newport transitions to introducing his "playbook" derived from 20 years of research, promising to help viewers escape the trap of busyness and increase their odds of success through focused work. - 00:28–00:39 He emphasizes the impact of interruptions on focus, stating that it can take up to 20 minutes to regain concentration, then reframes the threat to productivity away from AI, pointing out distractions as the true impediment. - 00:40–00:50 Newport introduces burnout crisis and says that the belief a 60 hour work week is required to get ahead is false. - 00:50–00:54 He identifies himself as Cal Newport and says this is MasterClass. - 00:54–00:58 The ad ends by showcasing the breadth of MasterClass, featuring thousands of lessons and unlimited access.

# Ad summary A woman with an office background talks about how Masterclass is great for auditory learners because of the audio-only mode feature, and the man and woman both encourage viewers to learn from the world's best with Masterclass. # Brand positioning MasterClass is presented as a platform that provides access to knowledge directly from experts in their fields, positioning itself as a premium educational resource. The brand emphasizes the opportunity to 'learn from the world's best,' conveying a commitment to high-quality, expert-led instruction. MasterClass promotes a tone of empowerment and personal growth, aligning with the lifestyle of lifelong learners. The brand breaks from typical educational norms by featuring celebrity and expert instructors, focusing on practical skills and personal development. The platform aims to occupy the space in the consumer's mind as a source of high-quality educational content and expert guidance across various fields. # Product MasterClass is an online learning platform offering courses taught by experts and celebrities in various fields, including business, writing, cooking, and more. It works by providing subscribers with access to video lessons, workbooks, and community forums where they can interact with instructors and fellow students. The ad highlights the platform's audio-only mode, catering to auditory learners by allowing them to listen to classes like podcasts. MasterClass is for individuals seeking to enhance their skills, knowledge, and personal development through expert-led instruction. The ad addresses the purchase barrier of accessibility by promoting the audio-only mode feature, emphasizing that learners can revisit course principles and gain a new, enlightening experience. # Visual style The ad has a polished, professional aesthetic with a blend of UGC-style testimonial and studio-lit interview. The editing style consists of static shots with smooth transitions between speakers. The production quality is high, lending credibility to the brand. The pacing is moderate, allowing viewers to absorb the information effectively. # Hooks Spoken: 00:00–00:03: Have you ever wished that you could learn directly Text overlay: 00:00–00:03: Have you ever wished that you could learn directly Visual: 00:00–00:03: A woman with dark, wavy hair, fair skin, and wearing round glasses and a dark blazer is centered in the frame. She is in front of a bookshelf filled with books and decor in a room with dark green walls. The camera is static and medium-framed, and the lighting is soft and natural. The woman is expressive and engaging as she speaks directly to the camera. # Funnel stage Consideration # Pain points Struggling to improve with your current system. # Value propositions - The audio-only mode allows learners to revisit course principles and gain a new, enlightening experience. - Learn from the world's best to become your best with MasterClass. # Benefits - Learn from the world's best - Become your best # Features - Audio-only mode # Call to action SIGN UP NOW # Social proof - "I'd highly recommend James Clear's class, Small Habits That Make a Big Impact on Life" – Female 1 (Customer) - "Revisiting the principles of the book from the author himself felt like a whole new enlightening experience." – Female 1 (Customer) # Point of view - Customer 50% – The ad includes two customers sharing their experiences with the product. - Brand 50% – The official voice of the brand is conveyed through product claims, benefits, and a call to action. # Storyline - 00:00–00:03 00:00–00:03: A woman directly addresses the viewer, asking if they've ever wished to learn directly from the best in the world. This opening line serves to capture the viewer's attention and prompt them to reflect on their desire for top-tier education, positioning the woman as an advocate for accessible expertise and inviting the audience to consider MasterClass as a solution. - 00:03–00:09 00:03–00:09: The woman states that she would highly recommend James Clear's class, Small Habits That Make a Big Impact on Life. This is a response to her previous question as it directly offers a solution to where viewers can learn directly from the best in the world. - 00:09–00:17 00:09–00:17: The woman states that James Clear is the author of Atomic Habits, and his lessons are all about building small, consistent habits that actually stick, which is essential if you're creating a sustainable curriculum for yourself. Here, she builds upon the last statement to show that she is well-versed in the topic, as she is familiar with the author. - 00:17–00:23 00:17–00:23: The woman mentions that his lessons are led and motivated entirely by yourself. This is an affirmation of the freedom and flexibility that the viewer has with Masterclass. - 00:23–00:31 00:23–00:31: A man says that if you're struggling to improve, the problem isn't you, the problem is your system, and the way that you're trying to attack the problem. This builds upon the last beat because the man is setting up the idea that using Masterclass is a better approach to solving the problem of self-learning. - 00:31–00:34 00:31–00:34: The man states that what they find is that there are actually many things that influence habits. This beat is a continuation from the last because the man is alluding to the solution that he is about to present. - 00:34–00:45 00:34–00:45: The woman talks about how she read Atomic Habits years ago, but she's an auditory learner first and foremost, and lucky for her, MasterClass has an audio-only mode that let her listen to his class like a podcast. Here, the woman acts as a testifier of Masterclass' ability to solve the problem of self-learning by being an auditory-friendly service. - 00:45–00:51 00:45–00:51: The woman states that revisiting the principles of the book from the author himself felt like a whole new enlightening experience. The woman uses this as an attestation to the greatness and novelty of Masterclass. - 00:51–00:55 00:51–00:55: The woman concludes by encouraging viewers to learn from the world's best to become your best with MasterClass. This concludes the entire narrative with a powerful message of hope, and it reinforces the value proposition of the service.

# Ad summary This MasterClass Executive ad uses an image of a broken Grecian column and copy about the world moving to suggest that potential students' educations have not kept up with the times. It implies that MasterClass Executive can provide an 'Al-native' business program to help professionals advance their careers. # Brand positioning MasterClass Executive is positioned as a provider of high-quality, up-to-date executive business education. The brand seeks to occupy the space in the consumer's mind as a leader in innovative and relevant business learning, particularly in the age of artificial intelligence. MasterClass Executive is presented as a forward-thinking alternative to traditional education, aligning with values of adaptability, innovation, and career advancement. It pushes against the norms of outdated curricula and stagnant educational approaches by offering a modern, 'Al-native' program. The brand positioning is both functional (providing relevant skills) and emotional (offering a sense of preparedness and confidence in a rapidly changing business landscape). # Product The featured product is an 'Al-native business program' offered by MasterClass Executive. This program is designed to provide professionals with the knowledge and skills needed to succeed in today's business environment, emphasizing the integration of artificial intelligence. The program is intended for individuals seeking to advance their careers by staying current with the latest technological and strategic developments. The program addresses the potential purchase barrier of feeling outdated or unprepared by offering a curriculum that is explicitly built for 'how careers are won today.' The ad highlights the uniqueness of the program by stating it is the 'first Al-native' of its kind. # Visual style The ad features a clean, modern aesthetic with a focus on simplicity and impactful imagery. The production quality appears to be highly polished, with a blend of digital illustration and graphic design elements. The visual motif of a broken column against a stylized sky creates a sense of disruption and transformation. The image treatment includes color grading to enhance the sunset hues and add depth to the composition. The typography is integrated in a bold and legible manner, ensuring scannability in feed. The style contrasts with platform-native content, aiming to capture attention through its high-design aesthetic. # Hooks Headline: THE WORLD MOVED. YOUR EDUCATION DIDN'T. # Funnel stage Middle of funnel (Consideration) # Pain points The core pain point is the feeling of being left behind or having an outdated education in a rapidly evolving world, as visually represented by the broken column. The copy reinforces this by stating, "THE WORLD MOVED. YOUR EDUCATION DIDN'T." # Value propositions - Enroll in the first Al-native business program built for how careers are won today. # Benefits - Built for how careers are won today # Features - Al-native business program # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad reflects the brand's point of view, presenting its MasterClass Executive program as the solution to outdated education and the key to career success in the age of AI. # Storyline - The ad opens with a statement that aims to create a sense of urgency and relevance, highlighting the disconnect between the rapid pace of the world and the stagnation of traditional education. The brand voice seeks to capture the viewer's attention and make them question the current state of their knowledge and skills. - The ad then transitions to offering a solution by introducing the MasterClass Executive program. Speaking in the brand's voice, it positions the program as a modern, AI-native business education designed to equip professionals with the tools needed to succeed in today's rapidly evolving business landscape. This part of the story is meant to provide reassurance and a clear path forward for those who feel their education has fallen behind. - The visual of a broken Grecian column serves as a symbolic representation of outdated education. Using the visual language of the brand, this reinforces the idea that traditional methods are crumbling and need to be replaced with a new, innovative approach.

# Ad summary The ad features professional poker player Daniel Negreanu promoting his MasterClass on poker. It uses a mix of direct address, snippets from the class where he explains advanced poker concepts like reading tells and strategy, and archival footage of him in poker games. The ad emphasizes that everything done at the poker table conveys information and highlights that the MasterClass will share never-before-shared insights and advanced techniques for players to improve their game, ultimately aiming for mastery. The offer of 'Starting at $10/Month' is consistently displayed. # Brand positioning MasterClass is presented as a premium online learning platform that offers exclusive access to the expertise of world-renowned professionals. The brand aims to occupy the space of high-quality, aspirational education in the consumer's mind, allowing individuals to learn from the best in various fields. It aligns with values of self-improvement, mastery, and the pursuit of excellence. The tone is authoritative yet approachable, making complex subjects digestible through expert instruction. MasterClass pushes against traditional educational norms by providing direct access to celebrity-level instructors and practical, actionable insights, framing learning as a path to personal growth and competitive advantage. The brand positioning is both functional, promising to teach specific skills, and emotional, inspiring viewers to achieve their potential. # Product The product is Daniel Negreanu's MasterClass, an online course designed to teach poker strategy and advanced techniques. It is for aspiring or current poker players who want to improve their game, understand opponents, and learn from a world champion. The class covers crucial aspects like understanding that 'everything you do at the poker table conveys information,' 'tournament strategy,' 'continuation betting,' 'picking up tells,' 'betting tactics,' 'bluffing,' 'hand ranges,' and 'theory and math.' A key USP is the instructor's promise to 'share things that I've actually never shared before,' implying exclusive, high-value insights. The ad suggests the product helps users avoid common pitfalls, such as 'learning nothing from those mistakes' or becoming complacent, positioning it as a way to 'surpass' others and master the game. The MasterClass is presented as a comprehensive guide to understanding both the technical and psychological aspects of poker, making players more observant and strategic. # Visual style The visual style is a hybrid of polished commercial production and direct, personal instruction. The editing rhythm is dynamic and quick-paced, especially when transitioning between explanation and demonstration or archival footage. Production quality is high-end, utilizing professional lighting, camera work, and set design for both the luxurious poker room and the more casual office setting. Visual motifs include direct address to the camera, close-ups on the instructor's face and hands, and animated graphics for poker concepts. Pacing shifts from a steady, informative tempo during direct instruction to rapid cuts during quick demonstrations or archival footage, maintaining viewer engagement. Audio-visual sync is prominent, with cuts, text overlays, and visual demonstrations precisely timed to the speaker's words and the background music's beats. # Hooks Spoken: You need to understand that everything you do at the poker table conveys information. Text overlay: YOU NEED TO UNDERSTAND THAT / everything you do at the poker table conveys information. / STARTING AT $10/MONTH / Billed Annually. See Terms. Visual: Medium shot of Male 1 (Daniel Negreanu) at a dark poker table, speaking directly to the camera. He is centered, with poker chips stacked in front of him. The background is a luxurious, dimly lit room with ornate wooden details and soft, warm lighting from lamps. His hands are gesturing as he speaks. Camera is stationary, eye-level. / Medium shot of Male 1 (Daniel Negreanu) at the poker table, looking slightly to the side with a serious, contemplative expression. He is centered, with poker chips still in front of him. The background is the same luxurious, dimly lit room. His hands are clasped. Camera is stationary, eye-level. # Funnel stage Consideration # Pain points The central pain point is the frustration of not understanding how to read opponents or apply advanced strategy in poker, leading to suboptimal play and losing. This is signaled by Daniel Negreanu stating, 'You can't be like all loosey-goosey, having a sandwich, being on your phone.' and implicitly by the opponent's 'sick human' reaction to Daniel's accurate read, highlighting the disadvantage of lacking these skills. The ad also addresses the pain point of stagnation or complacency in learning: 'Learning nothing from those mistakes is the mistake.' and 'When you feel like you've got this game mastered... everyone else starts to surpass you.' # Value propositions - Exclusive access to 'things that I've actually never shared before' from a 6X World Series of Poker Champion. - Comprehensive curriculum covering 'tournament strategy, continuation betting, picking up tells, betting tactics, bluffing, hand ranges, theory and math'. - Ability to identify subtle opponent cues like the 'classic "chip glance" tell' to gain an advantage. - Structured learning to avoid complacency ('When you feel like you've got this game mastered... everyone else starts to surpass you.') # Benefits - understand that everything you do at the poker table conveys information - learn how to read opponents (e.g., 'You've got king nine.') - make better decisions at the poker table - learn from mistakes (by not 'learning nothing from those mistakes') - master the game of poker - surpass everyone else # Features - share things that I've actually never shared before - tournament strategy - continuation betting - picking up tells - betting tactics - bluffing - hand ranges - theory and math - classic "chip glance" tell # Call to action None used # Social proof - "You're a sick human." – Male 2 (Opponent) (Said in response to Daniel accurately predicting his hand) - "King nine." – Announcer (Validating Daniel's poker read) - "So this tell has probably made me the most money." – Male 1 (Creator/Expert) (Implying personal success and experience with the taught techniques) - 6X WORLD SERIES OF POKER CHAMPION – (Credential displayed on screen confirming Daniel Negreanu's expertise) # Point of view - Brand 60% – The official voice of MasterClass and Daniel Negreanu delivering direct instruction and promoting the course content. - Expert 30% – Daniel Negreanu demonstrating poker techniques, sharing personal insights, and validating his expertise through anecdotes. - External source 10% – Archival footage of poker games showing Daniel Negreanu in action and audience reactions. # Storyline - 00:00–00:02 The ad opens with Daniel Negreanu, a male poker professional, speaking directly to the camera about the importance of non-verbal communication in poker. - 00:02–00:03 He shifts his gaze slightly, looking thoughtful as he continues to explain that 'everything you do at the poker table conveys information.' This sets up the core premise of his MasterClass: poker is about more than just cards. - 00:03–00:04 A title card appears, dramatically introducing the instructor with 'MEET YOUR NEW INSTRUCTOR,' creating anticipation and highlighting the premium nature of learning from an expert. - 00:04–00:07 Daniel is back at the poker table, demonstrating how casual behavior (like 'all loosey-goosey, having a sandwich, being on your phone') is detrimental to poker, emphasizing the focus required to pick up tells. - 00:07–00:09 He then mimics a player who has made a mistake, exclaiming 'Woo hoo! Baby, I love it!' with a smirk, implying he can exploit such casual behavior, reinforcing the need for his class's insights. - 00:09–00:11 Another title card reveals his name and championship status: 'DANIEL NEGREANU 6X WORLD SERIES OF POKER CHAMPION,' establishing his credibility and authority as an instructor. - 00:11–00:14 He then directly addresses the viewer from an office setting, promising to 'share things that I've actually never shared before' in this MasterClass, creating exclusivity and a sense of uncovering secrets. - 00:14–00:15 The scene cuts to a close-up of Daniel in a live poker game, looking intensely at an opponent, illustrating the kind of observation skills taught in the class. - 00:15–00:17 Back in the office, Daniel points at the camera, explaining how he can deduce an opponent's hand ('You've got king nine') based on observation, directly demonstrating the practical application of his teaching. - 00:17–00:21 The ad shows a clip of an opponent reacting negatively, with an announcer confirming Daniel's read ('King nine'), validating Daniel's claims through real-world footage. - 00:21–00:25 Daniel returns to explaining that 'Well, that's not magic. It's usually based off a combination of things,' demystifying his skill and making it seem learnable, then promises to teach 'you how to do that,' directly engaging the viewer. - 00:25–00:30 An animated poker table sequence illustrates concepts like 'tournament strategy,' 'continuation betting,' and 'picking up tells,' providing a visual breakdown of the topics covered in the MasterClass. - 00:30–00:31 A list of advanced poker topics ('TOURNAMENT STRATEGY, BETTING TACTICS, BLUFFING, HAND RANGES, THEORY AND MATH') appears on a title card, detailing the comprehensive curriculum. - 00:31–00:33 Daniel is back at the poker table, revealing a 'tell' that 'has probably made me the most money' while showing how to manipulate poker chips, offering a glimpse into valuable secrets. - 00:33–00:35 He then reveals the 'classic "chip glance" tell,' further teasing the specific, high-level techniques taught in his class. - 00:35–00:37 A close-up of Daniel's face shows him narrowing his eyes as he studies an opponent, then quickly glancing down at poker chips, visually demonstrating the 'chip glance' tell he just described. - 00:37–00:38 He asks, 'You notice that?' challenging the viewer's observation skills and implying that with his guidance, they too can spot such tells. - 00:38–00:42 Daniel sits at the poker table, explaining the mental process of reading tells: 'I see those cards and my brain is telling my eyes, "next thing we got to do is bet chips."' This illustrates the mental game and strategic thinking involved. - 00:42–00:44 A title card reiterates his name and the course title: 'DANIEL NEGREANU Teaches Poker,' reinforcing his role as the expert instructor. - 00:44–00:48 Daniel addresses the audience again, acknowledging that 'You're going to make a lot of mistakes,' and then reframing the learning process by stating, 'Learning nothing from those mistakes is the mistake,' encouraging a growth mindset. - 00:48–00:54 He warns against complacency: 'When you feel like you've got this game mastered and you've got nothing left to learn, that's the exact point where everyone else starts to surpass you,' highlighting the continuous need for learning and improvement. - 00:55–00:59 The ad concludes with Daniel Negreanu introducing himself and stating, 'and this is my MasterClass,' a confident final statement solidifying his personal connection to the course and its value.

# Ad summary This ad for MasterClass Executive positions its AI-native business program as the solution to the problem of outdated education in a rapidly changing world. The ad copy emphasizes the need for relevant skills for career success today. # Brand positioning MasterClass Executive is presented as a provider of cutting-edge business education. The brand aims to position itself as the go-to resource for professionals seeking to stay ahead in their careers by learning how to win in the business world. MasterClass Executive aligns with the values of innovation, relevance, and career advancement. The brand positions itself as forward-thinking, addressing the need for education that keeps pace with rapid changes in the business landscape. This positioning is functional, focusing on performance and relevance in the modern business environment. # Product The MasterClass Executive AI-native business program is a course designed to equip professionals with the skills needed to succeed in today's rapidly evolving business world. The program is built for individuals seeking to advance their careers and stay relevant in an AI-driven landscape. The course is positioned as the first of its kind, emphasizing its innovative approach and relevance to current industry trends. The program addresses the need for education that keeps pace with rapid changes and provides learners with actionable strategies for achieving career success in the modern era. The course's USP is that it is AI-native. # Visual style The ad has a digital art aesthetic with a high contrast color palette. The composition balances a modern, disruptive tone with a classical architectural visual. # Hooks Headline: THE WORLD MOVED. YOUR EDUCATION DIDN'T. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the viewer's current education is outdated and no longer relevant to today's world, expressed through the phrase, "THE WORLD MOVED. YOUR EDUCATION DIDN'T." # Value propositions - The program provides relevant skills for succeeding in today's business landscape. # Benefits - Built for how careers are won today # Features - AI-native business program # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the MasterClass Executive program, emphasizing its AI-native approach and its relevance to current career demands. # Storyline - The ad opens with a challenge to the viewer's current educational status. The message conveys that traditional education may not be sufficient in today's world. The brand makes this point in order to position their AI-native business program as the answer. - The ad transitions by offering its AI-native business program as a solution. It is presented as the answer to the problem of outdated education, emphasizing its relevance to today's career landscape. The brand is conveying that its AI-native program is tailored to the skills needed for modern career success.

# Ad summary This ad promotes MasterClass and features Shan Boodram, a sex and intimacy expert. She shares tips on mastering seduction to build deeper bonds, focusing on the 'sexy eye triangle' technique. # Brand positioning MasterClass is presented as a platform where individuals can learn from experts in various fields. The brand aims to occupy a space in the consumer's mind as a source of high-quality educational content, offering access to knowledge and skills from renowned professionals. The brand aligns with values of self-improvement, lifelong learning, and personal growth. MasterClass positions itself against traditional education models by offering a more accessible and engaging learning experience. The brand positioning is both functional (providing structured learning) and emotional (inspiring personal development and confidence). # Product The featured product is a MasterClass course taught by Shan Boodram, focusing on seduction and building deeper bonds. The course aims to help individuals master seduction techniques, such as the 'sexy eye triangle,' to enhance their relationships. The course is for anyone, whether casually dating, happily married, or somewhere in between. The ad addresses the purchase barrier of untapped sexual confidence by offering tips and techniques to unlock it. The ad tells the viewer that this course is worth trying because it provides actionable strategies to improve their relationships and build deeper connections. # Visual style The ad has a polished, commercial aesthetic with a focus on clean visuals and smooth transitions. The production quality is high-end, with professional lighting and camera work. The editing style includes quick cuts and static shots, timed to the music beats and voiceover lines. The pacing is consistent, maintaining a steady rhythm throughout the ad. # Hooks Spoken: Shan Boodram: You've got sex appeal. So why not play with that? Text overlay: You've got sex appeal. / So why not play with that? Visual: 00:00–00:02: Shan Boodram is centered in the frame, sitting on a cream-colored couch in a modern living room. She is wearing a pink long-sleeved shirt and a gold necklace. The background is blurred, with a glimpse of an arched doorway and soft lighting. The camera is stationary, providing a clear view of Shan as she speaks directly to the audience. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that many people have untapped sexual confidence that they haven't discovered yet. This is signaled by the line: 'A lot of people have untapped sexual confidence that they haven't discovered yet.' # Value propositions - Mastering seduction to build deeper bonds: This connects the functional aspect of learning seduction techniques with the emotional benefit of stronger relationships. - The 'sexy eye triangle' technique: This provides a specific, actionable technique that viewers can immediately understand and apply. # Benefits - Mastering seduction - Build deeper bonds # Features - Tips on mastering seduction - Techniques to build deeper bonds - The 'sexy eye triangle' technique # Call to action SIGN UP NOW # Point of view - Expert 100% – The entire video is delivered from the perspective of a sex and intimacy expert, who is providing tips and insights. # Storyline - 00:00–00:02 00:00–00:02: Shan Boodram opens the ad by stating, 'You've got sex appeal. So why not play with that?' This is intended to grab the viewer's attention and introduce the topic of the video. The perspective is from Shan Boodram, who is speaking directly to the audience in a confident and engaging tone. This moment sets the stage for the rest of the ad. - 00:02–00:08 00:02–00:08: The ad transitions to the title card, 'the Art of SEX APPEAL,' followed by Shan Boodram stating, 'A lot of people have untapped sexual confidence that they haven't discovered yet.' This is meant to identify a common problem and position Shan Boodram as an expert who can help. The perspective is from the brand, introducing the expert and the topic. The tone is informative and encouraging. - 00:08–00:11 00:08–00:11: Shan Boodram introduces the 'sexy eye triangle' technique. This is intended to provide a specific example of the content that will be covered in the course. The perspective is from Shan Boodram, who is presenting herself as an expert. The tone is educational and engaging. - 00:11–00:16 00:11–00:16: Shan Boodram explains how to execute the 'sexy eye triangle' technique. This is meant to demonstrate the practical application of the course content. The perspective is from Shan Boodram, who is providing step-by-step instructions. The tone is instructional and clear. - 00:16–00:21 00:16–00:21: The ad shows a couple embracing and laughing, followed by Shan Boodram stating, 'Whether you're casually dating, happily married, or somewhere in between...' This is intended to broaden the appeal of the course to a wide range of relationship statuses. The perspective shifts to the brand, showcasing the potential benefits of the course. The tone is inclusive and positive. - 00:21–00:26 00:21–00:26: Shan Boodram continues, '...we're going to be learning some tips on mastering seduction to build deeper bonds. Are you ready?' This is meant to reinforce the value proposition of the course and encourage viewers to sign up. The perspective is from Shan Boodram, who is directly addressing the audience. The tone is enthusiastic and motivational. - 00:26–00:28 00:26–00:28: The ad concludes with the MasterClass logo and a 'SIGN UP NOW' call to action. This is intended to drive immediate conversions. The perspective is from the brand, providing a clear next step for the viewer. The tone is direct and action-oriented.

# Ad summary This image ad is for MasterClass Certificates in collaboration with Microsoft. The ad encourages viewers to build skills to make AI their advantage with a hands-on AI leadership course. # Brand positioning MasterClass Certificates, in collaboration with Microsoft, is positioned as a provider of hands-on AI leadership courses. The ad implies that MasterClass is a leader in providing valuable professional skills to advance people's careers. It seeks to occupy the space of accessible, credible education. By partnering with Microsoft, MasterClass leverages the tech company's reputation to lend additional credibility to their AI-focused course. # Product The product being advertised is a hands-on AI leadership course created through a collaboration between MasterClass Certificates and Microsoft. This course is designed to help individuals "build the skills to make AI your advantage." The course is aimed at individuals looking to gain practical, applicable knowledge in the field of AI, so they can achieve a leadership position. The ad language emphasizes accessibility and real-world application, suggesting the course is not just theoretical but provides actionable skills. The collaboration with Microsoft aims to address any concerns about the course's credibility, proving that it is an educational experience worth trying. # Visual style The ad features a clean, modern aesthetic with a focus on natural light and muted tones. The image is well-composed and professionally shot, giving it a polished feel. The design uses a minimalist approach with a focus on clear typography and ample negative space, which contributes to the sophisticated and credible tone. The overall style suggests a high-quality educational experience. # Hooks Headline: Build the skills to make AI your advantage # Funnel stage Middle of funnel (Consideration) # Pain points The ad clearly implies a lack of skills in AI, creating a career disadvantage for the customer. This is signaled by the headline, "Build the skills to make AI your advantage." # Value propositions - Build the skills to make AI your advantage: This statement connects the hands-on feature to the outcome of helping viewers gain a leadership position. # Benefits - Build the skills to make AI your advantage # Features - A hands-on AI leadership course - Built in collaboration with Microsoft # Call to action None used. # Social proof - The collaboration with Microsoft serves as social proof, implying endorsement and validation from a well-regarded company in the tech industry. # Point of view - Brand: The brand's POV appears in the top of the ad by explaining the benefits of taking the AI course. - Customer: The customer's POV is shown at the bottom of the ad in the form of an image. The picture is of a woman working on her computer, and implies that the customer can advance their career. # Storyline - The ad starts with logos of MasterClass Certificates and Microsoft, which serves to immediately establish credibility by associating MasterClass with Microsoft. This is from the brand's perspective, setting the stage for the educational offering. - The ad then uses the headline "Build the skills to make AI your advantage." This is intended to be a direct invitation to the viewer from the brand, promising that the course offers practical benefits that directly translate to professional success. - The ad includes the text “A hands-on AI leadership course built in collaboration with Microsoft.” This gives a more detailed description of the course, explaining that it is a leadership course that is hands-on and practical. This is from the brand's perspective, offering more information to the audience about the specifics of the course. - The ad ends with a woman working on a computer, implying that users who take the course will gain valuable skills that they will be able to use to advance their careers. This shows the customer using the product, and from their POV, they can use their new skills to get ahead.

# Ad summary This ad for Masterclass features a series of testimonials from business leaders about the importance of communication and simplification in leadership. The ad emphasizes the value of clear communication and inductive thinking in conveying a vision and building something larger than oneself. # Brand positioning Masterclass is presented as a platform for learning from industry leaders and experts. The brand aims to occupy a space in the consumer's mind as a source of high-quality educational content, offering courses taught by renowned professionals in various fields. The brand aligns with values of self-improvement, continuous learning, and professional development. It positions itself as a premium educational resource, contrasting with more informal or generalized online learning platforms. The brand positioning is both functional (providing structured learning) and emotional (offering inspiration and access to expertise). # Product Masterclass is an online learning platform that offers courses taught by experts and leaders in various fields. The product is for individuals seeking to enhance their skills, gain new knowledge, and learn from the experiences of successful professionals. The ad highlights the importance of communication and leadership skills, suggesting that Masterclass provides valuable insights and strategies in these areas. The ad addresses the barrier of complex communication by emphasizing the need for simplification and clarity. The product is presented as a means to improve one's ability to articulate ideas, lead teams, and build something meaningful. # Visual style The ad has a polished and professional aesthetic, with clear and well-lit shots of the speakers. The editing style is characterized by quick cuts between speakers and title cards, maintaining a consistent pace. The production quality is high, with a focus on presenting the speakers as authoritative and credible. The pacing is consistent, with cuts timed to emphasize key points in the audio. # Hooks Spoken: Bob Iger: Your strategy is only as good as your ability to articulate it. Text overlay: 00:00–00:08 / Your strategy is only as good as your ability to articulate it. Visual: 00:00–00:08: Bob Iger, a middle-aged man with short gray hair, wearing a blue button-down shirt, sits in a well-lit room with a blurred background. He speaks directly to the camera, emphasizing the importance of articulating a strategy. The camera is stationary, providing a close-up shot of his face and upper body. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of ineffective communication and leadership due to a lack of clarity and simplification. "Your strategy is only as good as your ability to articulate it." # Value propositions - Learn from industry leaders and experts to enhance your skills and knowledge. - Improve your communication and leadership abilities through expert guidance. # Benefits - Enhance skills - Gain new knowledge - Learn from successful professionals - Improve communication and leadership abilities # Features - Online learning platform - Courses taught by industry leaders and experts # Call to action SIGN UP NOW. # Social proof - “Your strategy is only as good as your ability to articulate it.” – Bob Iger (Former CEO of Disney) - “You've gotta simplify, simplify, simplify the message you're gonna give.” – Indra Nooyi (Former CEO of PepsiCo) - Howard Schultz (Former CEO of Starbucks) # Point of view - Expert 100% – The ad features business leaders and experts sharing their insights and experiences, positioning them as credible authorities on communication and leadership. # Storyline - 00:00–00:08 Bob Iger states that a strategy is only as good as the ability to articulate it, emphasizing the importance of clarity in leadership. - 00:09–00:13 A title card appears stating, "LEADERSHIP IS COMMUNICATION Learn How To Simplify." - 00:13–00:28 Indra Nooyi emphasizes the need to simplify the message and use inductive thinking to lay out the logic. - 00:28–00:32 A title card appears stating, "COMMUNICATE YOUR VISION Lead Your Team To New Heights." - 00:33–00:43 Howard Schultz discusses the manager's role in creating an atmosphere of building something larger than oneself. - 00:44–00:48 The Masterclass logo appears with the call to action to sign up now.

# Ad summary This Masterclass ad features a compilation of clips of different instructors talking about the Masterclass platform and how the user will lead, close, and win. # Brand positioning Masterclass is an online education platform with courses taught by experts and celebrities in their fields. The brand aims to occupy a space in the consumer's mind that says they can learn from the best, pushing against the idea that you need a traditional school setting to receive a quality education. The brand aligns with values of self-improvement, lifelong learning, and access to top-tier knowledge. The brand's positioning is emotional, focusing on empowerment and the aspirational goal of learning from masters. The brand offers a variety of educational courses. # Product Masterclass is an online learning platform that allows users to take classes taught by experts and celebrities in their respective fields. The platform is for anyone looking to improve themselves, learn a new skill, or gain insights from successful people. Masterclass offers lessons from 200+ of the world's best, with one membership providing infinite possibilities. This includes courses on negotiation, leading, closing, and problem-solving. Masterclass empowers users to walk into a room and feel like they can be their best selves, to take disparate pieces and solve problems, and to lead and win. # Visual style The ad has a polished and professional aesthetic. The editing style consists of quick cuts and smooth transitions between speakers. The production quality is high, giving it a commercial feel. The pacing is fast, with multiple cuts per minute, which keeps the viewer engaged. There are a few moments where the text is timed with the music beats. # Hooks Spoken: 00:00–00:04: You're in negotiations all day long. If you want somebody to say yes, to anything, you're in a negotiation. Text overlay: 00:00–00:04: You're in negotiations all day long. Visual: 00:00–00:04: A medium shot of a middle-aged white male with short brown hair and a gray goatee, wearing a black T-shirt and gray blazer, speaking directly to the camera. The background is blurry and dark brown. # Funnel stage Consideration # Pain points The ad implies that viewers might feel like they lack influence at work. # Value propositions - One membership for infinite possibilities # Benefits - Gain influence at work - Infinite possibilities # Features - Lessons from 200+ of the world's best - One membership # Call to action SIGN UP NOW # Social proof - "My hope for you is that you can walk into a room and feel like you can be your best self" – Female 1 (Instructor) - "It's really about being somebody who is able to take disparate pieces and say, well if I take some of that, some of that, some of that, I can solve this problem or create this opportunity." – Male 2 (Instructor) - "You don't just speak. You lead. You close. You win." – Female 1 (Instructor) # Point of view - Expert 40% – The expert's POV is conveyed through their professional titles and authoritative advice. - Customer 60% – The customer's POV is conveyed through aspirational language about self-improvement and achieving one's best self. # Storyline - 00:00–00:04 Chris Voss states that you are in negotiations all day long and that if you want somebody to say yes to anything, you're in a negotiation. - 00:05–00:09 Text overlay displays “GAIN INFLUENCE AT WORK” and then shows Chris Voss is a former FBI negotiator. - 00:09–00:15 The ad displays multiple instructor portraits and the text “GET ACCESS TO LESSONS FROM 200+.” Then, another instructor expresses their hope that users can walk into a room and feel like they can be their best self. - 00:15–00:26 Mark Cuban states that Masterclass is about being somebody who is able to take disparate pieces and create opportunities. - 00:26–00:30 Another instructor states that you don't just speak, you lead, you close, you win. - 00:30–00:35 Chris Voss encourages the viewer to go forth and unleash their abilities on the world. - 00:35–00:40 The ad then displays the text overlay, "ONE MEMBERSHIP, INFINITE POSSIBILITIES," and the Masterclass logo.

# Ad summary This Masterclass Executive ad aims to position the brand as a leader in AI-native business education, contrasting outdated conventional learning with their innovative approach. # Brand positioning Masterclass Executive is presented as a premium educational platform, specifically tailored for executives seeking to stay relevant in a rapidly evolving, AI-driven world. The brand emphasizes forward-thinking education, contrasting its AI-native approach with conventional programs that are implied to be outdated and ineffective. Masterclass Executive aims to occupy the space of innovative, career-focused education, attracting individuals who prioritize staying ahead in their fields and are willing to invest in cutting-edge learning experiences. The brand's positioning is functional, highlighting its practical approach to career advancement, while also appealing to executives' emotional desire for relevance and success. # Product The advertised product is the AI-native business program offered by Masterclass Executive. The program is designed for executives looking to gain an edge in today's rapidly evolving business landscape. It is framed as the first of its kind, built to address how careers are won in the modern era. The program's USP is its AI-native approach, which suggests a curriculum and methodology that is deeply integrated with artificial intelligence technologies and practices. By enrolling, executives can expect to gain the skills and knowledge needed to excel in their careers. The ad addresses the purchase barrier of outdated education by positioning the program as a necessary upgrade for professionals who want to remain competitive. # Visual style The ad features a bold and disruptive visual style, blending a classic architectural element with a contemporary, abstract aesthetic. The production quality is high, with a studio-shot feel and clean lighting. The image treatment includes desaturation to create a black-and-white effect for the background, while the yellow background creates a high-contrast aesthetic. The typography is large and bold, enhancing the ad's scannability. The style aims to be disruptive, breaking from traditional educational advertising by using stark visuals and direct messaging. # Hooks Headline: THE WORLD MOVED. YOUR EDUCATION DIDN'T. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration addressed is that traditional education is outdated and failing to keep pace with the evolving demands of the modern business world. This is highlighted by the stark statement, "THE WORLD MOVED. YOUR EDUCATION DIDN'T." # Value propositions - The first AI-native business program built for how careers are won today: provides cutting-edge knowledge and skills for career advancement. # Benefits - Built for how careers are won today # Features - AI-native business program # Call to action None used. # Social proof - None used. # Point of view - Brand: This is the point of view in all the text and visual elements, positioning the brand as the innovative solution to outdated education. # Storyline - The ad begins by stating a problem: the world has moved forward, but your education hasn't, suggesting that traditional education is no longer sufficient for today's career demands. This message is conveyed from the brand's perspective, setting the stage for introducing its solution. - The brand follows by positioning its business program as the solution. It highlights the AI-native nature of the program and promises it will teach you how careers are won today, suggesting that this program is the key to staying relevant and successful. This is from the brand's perspective, positioning themselves as the authority on modern career success. - The broken pillar visually represents the crumbling relevance of traditional education in a rapidly changing world. This element enhances the message of outdated educational models not being sufficient in the current environment. The perspective is the brand's, creating an image that emphasizes the need for change and the modern solution it provides.

# Ad summary Neil deGrasse Tyson explains scientific thinking and communication in a MasterClass ad, urging viewers to consider his course and his methods for communicating facts. # Brand positioning MasterClass is presented as a platform where individuals can learn from experts in various fields. The brand positions itself as a premium provider of online education, granting access to insights and knowledge that would otherwise be difficult to obtain. MasterClass appeals to those who seek intellectual growth, skill development, and a deeper understanding of the world. The ad does not directly address competitors but implies superiority by featuring highly respected figures like Neil deGrasse Tyson as instructors. # Product MasterClass offers courses taught by experts in their respective fields. The courses aim to provide students with in-depth knowledge and practical skills. In this particular ad, Neil deGrasse Tyson teaches scientific thinking and communication. The functional details are not explicit but imply access to Tyson's unique approach to understanding the universe and sharing that knowledge effectively. By taking the course, students can learn how to interpret data, question information, and communicate effectively. The course addresses barriers of thinking with bias by emphasizing skepticism, cognitive awareness, and objective truths, promoting personal and societal benefits. # Visual style The ad has a polished commercial aesthetic, blending studio-lit shots of Neil deGrasse Tyson with curated b-roll. The editing rhythm is moderate, with cuts timed to key phrases and transitions. There are quick cuts in the first few seconds, but pacing slows and stays consistent as Tyson lists information about the product. The audio-visual sync is well-managed, with graphics and transitions aligned to Tyson's speech. # Hooks Spoken: 00:00–00:05 One of the great challenges in this world is knowing enough about a subject to think you're right. Visual: 00:00–00:05 Neil deGrasse Tyson is centered in the frame, wearing a dark blazer over a blue collared shirt, seated in a leather armchair in a room with dark wood decor, including a bookcase filled with books in the background. He is looking down at the camera as he speaks, gesturing with his hands to make his point. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the challenge of knowing enough about a subject to think you’re right, without knowing enough to know you’re wrong. This suggests the pain point of lacking true understanding and critical thinking skills, leading to potentially flawed conclusions. # Value propositions - Learn scientific thinking and communication from a world-renowned expert - Develop the skills to critically analyze information and form your own opinions - Transform your understanding of the world and make better decisions # Benefits - See the world differently - Turn data into information - Turn information into knowledge - Transform knowledge into wisdom - How to question what others say - Make decisions that will benefit your life # Features - Teaches scientific thinking and communication - Train your mind - Three categories of truth: personal, political, objective # Call to action None used. # Social proof - "The world’s most famous astrophysicist." – NATIONAL GEOGRAPHIC # Point of view - Expert 100% – The ad is told entirely from Neil deGrasse Tyson's perspective, presented as a credible authority and expert in the field. # Storyline - 00:00–00:05 00:00–00:05 Neil deGrasse Tyson introduces one of the world's great challenges—knowing enough about a subject to think you're right. The intention is to highlight the complexity of knowledge and expertise. Tyson speaks directly to the camera with measured tone to establish his authority on the subject. - 00:05–00:13 00:05–00:13 He explains the inverse problem: not knowing enough about the subject to know you're wrong. This expands on the challenge he described earlier, suggesting that the course will bridge that gap. The tone is calm, but emphatic. - 00:13–00:15 00:13–00:15 Text overlay introduces the pitch, “MEET YOUR NEW INSTRUCTOR”. The visual introduces a course-like framing for the statements made earlier. - 00:15–00:23 00:15–00:23 Tyson establishes that there are a "gazillion hours" of him on the internet discussing typical subjects like the universe, black holes, and God. This is a disclaimer or pivot, designed to introduce the novel approach of his MasterClass. The tone is self-aware and slightly playful. - 00:23–00:27 00:23–00:27 He states that this MasterClass is to teach you how to think. This is a direct explanation of the course's USP: that the viewer will come away with a new tool in their mental toolbox. The tone is confident and direct. - 00:27–00:31 00:27–00:31 The ad introduces Tyson’s name and title. This functions to solidify the value prop in the course offer. - 00:31–00:38 00:31–00:38 Tyson states the goal is to train your mind to see the world differently and to question what others say. This continues to build the brand’s core value proposition and desired outcome of the course. The tone remains direct and informative. - 00:38–00:39 00:38–00:39 A National Geographic quote highlights Tyson as “The world’s most famous astrophysicist”. This social proof supports the claim that the course has true real-world value. - 00:39–00:47 00:39–00:47 Tyson lists three categories of truth: personal, political, and objective. This emphasizes the complexity of the subject matter in the course. The tone is thoughtful and academic. - 00:47–00:54 00:47–00:54 He focuses on objective truth as being true no matter what. This reinforces the claim that the course delivers foundational skills and critical thinking abilities. The tone is firm, with a focus on the importance of facts. - 00:54–01:06 00:54–01:06 Tyson describes the goal by the end of the MasterClass, emphasizing that viewers will turn data into information, and information into knowledge. This builds on the previously introduced goal of the class. - 01:06–01:10 01:06–01:10 He continues to state that knowledge is understanding which is wisdom. This highlights the long term impact from the masterclass. The tone is philosophical. - 01:10–01:13 01:10–01:13 The video cuts to black to introduce the title, name, and offer from Tyson. - 01:13–01:25 01:13–01:25 Tyson continues that search engines are the epitome of confirmation bias, then highlights that viewers are going to use that as evidence that you are correct. The tone is skeptical and cautionary. - 01:25–01:34 01:25–01:34 Visuals of science imagery highlight Tyson stating the good thing about science is that it's true whether you believe it or not. The intention of this claim is to address skepticism from the viewer. - 01:34–01:42 01:34–01:42 Tyson claims that a proper skeptic questions what they're unsure of but recognizes when valid evidence is presented. This is an assurance of the course’s integrity and scientific foundation. - 01:42–01:47 01:42–01:47 Text reveals the course topics. This builds confidence in the viewers through the scope of course topics. - 01:47–02:08 01:47–02:08 The ad closes with Tyson's final thought that this course will help viewers discover how to make the best decisions for themselves and their family. - 02:09–02:13 02:09–02:13 Tyson concludes with a formal introduction. - 02:13–02:21 02:13–02:21 Text states that there are “Online lessons from the world’s best”. This builds trust in the MasterClass brand and offer.

# Ad summary This ad for Masterclass features Professor Jeffrey Pfeffer, who explains that being good at your job is not enough to get ahead. He encourages viewers to seize the promotion and act with authority. # Brand positioning Masterclass is presented as a platform that offers courses taught by experts in their fields. The brand aims to occupy a space in the consumer's mind as a source of high-quality, accessible education and professional development. The brand aligns with values of self-improvement, lifelong learning, and achieving success through knowledge and skill-building. Masterclass positions itself against traditional education models by offering a more flexible, engaging, and personalized learning experience. The brand positioning is both functional (providing specific skills and knowledge) and emotional (empowering individuals to achieve their goals and unlock their potential). # Product Masterclass is an online learning platform that offers a wide range of courses taught by experts and celebrities in various fields. The platform is for anyone who wants to learn new skills, improve their knowledge, or gain insights from successful individuals. Masterclass offers thousands of lessons and unlimited access to its content. The ad highlights the value of learning from Professor Jeffrey Pfeffer, who teaches how to gain influence and power in the workplace. The ad addresses the purchase barrier of thinking that hard work and loyalty are enough to get ahead, arguing that understanding corporate politics and acting with authority are essential for success. # Visual style The ad has a polished and professional aesthetic, with a focus on clear and concise messaging. The editing style is a mix of static shots and quick cuts, with smooth transitions. The production quality is high-end, giving the ad a commercial feel. The visual motifs include the use of bold text overlays and simple graphic designs. The pacing is fast, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:06 Being a nice person who's good at your job is nowhere near enough, you need to stand out. Text overlay: 00:00–00:06 Being a nice person who's good at your job is nowhere near enough, Visual: 00:00–00:06 Close-up shot of Professor Jeffrey Pfeffer, an older white man with glasses, wearing a blue blazer and light blue shirt. He is sitting in a brown leather chair in front of a blurred background. The camera is stationary and the lighting is soft. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling stuck in your career and not being able to get ahead, despite being good at your job. "Being a nice person who's good at your job is nowhere near enough." # Value propositions - Learn from Stanford's iconic professor - Gain insights from a renowned expert - Get practical tips for success # Benefits - Learn how to be more powerful - Gain influence - Master power - Get rid of imposter syndrome # Features - Thousands of lessons - Unlimited access # Call to action SIGN UP NOW # Point of view - Expert 90% – The ad is primarily told from the point of view of Professor Jeffrey Pfeffer, who is presented as an authority figure on power and influence. - Brand 10% – The brand's perspective is communicated through text overlays and the final call to action, highlighting the value of Masterclass. # Storyline - 00:00–00:06 00:00–00:06 The ad opens with Professor Jeffrey Pfeffer stating that being a nice person who is good at their job is not enough, and that you need to stand out. This is intended to grab the viewer's attention by challenging the conventional wisdom that hard work and being nice are sufficient for success. The perspective is from Professor Pfeffer, who is presented as an authority figure. The tone is direct and assertive, aiming to create a sense of urgency and importance. - 00:06–00:09 00:06–00:09 Text overlay appears on a yellow and black checkered background that reads, "WIN THE GAME OF POWER." This reinforces the message that success requires more than just being good at your job. The perspective is from the brand, using a bold and attention-grabbing visual style. The tone is competitive and assertive, suggesting that viewers need to actively pursue power to succeed. - 00:09–00:13 00:09–00:13 Professor Pfeffer states that he will teach viewers how to be more powerful because power leads to success. This builds on the previous message by offering a solution to the problem of not being able to get ahead. The perspective is from Professor Pfeffer, who is presented as an expert. The tone is confident and reassuring, promising viewers that they can achieve success by learning from him. - 00:13–00:17 00:13–00:17 Text overlay appears on a yellow background that reads, "HOW TO GAIN INFLUENCE WITH STANFORD'S ICONIC PROFESSOR." This provides more detail about what viewers will learn and who they will learn from. The perspective is from the brand, highlighting the value of learning from a renowned professor. The tone is informative and persuasive, aiming to convince viewers that this is a valuable opportunity. - 00:17–00:21 00:17–00:21 Professor Pfeffer states that some of the things they will talk about will make viewers feel uncomfortable. This acknowledges that gaining power may require viewers to step outside of their comfort zones. The perspective is from Professor Pfeffer, who is presented as a realistic and honest guide. The tone is challenging and encouraging, suggesting that viewers need to be willing to push themselves to achieve success. - 00:21–00:23 00:21–00:23 Text overlay appears on a yellow and black background that reads, "SEIZE THE PROMOTION." This reinforces the message that viewers need to take action to get ahead. The perspective is from the brand, using a bold and attention-grabbing visual style. The tone is assertive and empowering, encouraging viewers to take control of their careers. - 00:23–00:28 00:23–00:28 Professor Pfeffer states that if you think hard work, loyalty, and waiting your turn will get you promoted, you're dead wrong. This directly challenges the conventional wisdom that many viewers may hold. The perspective is from Professor Pfeffer, who is presented as a contrarian and iconoclast. The tone is provocative and challenging, aiming to shake viewers out of their complacency. - 00:28–00:35 00:28–00:35 Professor Pfeffer states that if you don't understand corporate politics, people less talented than you will take your promotion, and that most people wait for permission and direction. This builds on the previous message by explaining why hard work and loyalty are not enough. The perspective is from Professor Pfeffer, who is presented as a realist and strategist. The tone is cautionary and informative, warning viewers about the dangers of not understanding corporate politics. - 00:35–00:37 00:35–00:37 Text overlay appears on a yellow background that reads, "MAKE BOLDER MOVES." This reinforces the message that viewers need to take action to get ahead. The perspective is from the brand, using a bold and attention-grabbing visual style. The tone is assertive and empowering, encouraging viewers to take control of their careers. - 00:37–00:42 00:37–00:42 Professor Pfeffer states that most people wait for permission, direction, and to be told what to do. This reinforces the message that viewers need to be proactive and take initiative. The perspective is from Professor Pfeffer, who is presented as a leader and motivator. The tone is critical and encouraging, urging viewers to break free from their passive mindset. - 00:42–00:45 00:42–00:45 Professor Pfeffer states that power favors those who move first. This provides a key insight into how to gain power in the workplace. The perspective is from Professor Pfeffer, who is presented as a strategist and expert. The tone is confident and empowering, suggesting that viewers can achieve success by being proactive. - 00:45–00:47 00:45–00:47 Text overlay appears on a yellow and black background that reads, "ACT WITH AUTHORITY." This reinforces the message that viewers need to be confident and assertive. The perspective is from the brand, using a bold and attention-grabbing visual style. The tone is assertive and empowering, encouraging viewers to take control of their careers. - 00:47–00:53 00:47–00:53 Professor Pfeffer states that attitudes foul behavior, and that if you want to get rid of imposter syndrome, stop acting like an imposter. This provides a practical tip for how to act with authority. The perspective is from Professor Pfeffer, who is presented as a mentor and guide. The tone is direct and encouraging, suggesting that viewers can overcome their self-doubt by changing their behavior. - 00:55–01:00 00:55–01:00 Professor Pfeffer states, "Don't resent power, don't resent the people who have power, master power." This encourages viewers to embrace power and learn how to use it effectively. The perspective is from Professor Pfeffer, who is presented as a realist and strategist. The tone is assertive and empowering, suggesting that viewers can achieve success by mastering power. - 01:00–01:04 01:00–01:04 Professor Pfeffer introduces himself and states that this is Masterclass. This provides a clear call to action for viewers who are interested in learning more. The perspective is from Professor Pfeffer, who is presented as a credible and trustworthy source of information. The tone is confident and inviting, encouraging viewers to sign up for Masterclass. - 01:04–01:09 01:04–01:09 Text overlay appears on a black background that reads, "THOUSANDS OF LESSONS, UNLIMITED ACCESS." This highlights the value of Masterclass and encourages viewers to sign up. The perspective is from the brand, using a bold and attention-grabbing visual style. The tone is informative and persuasive, aiming to convince viewers that Masterclass is a valuable investment.

# Ad summary This ad promotes a MasterClass certificate program called Lead with AI, which teaches business leaders how to integrate AI into their workflow for growth. # Brand positioning MasterClass is presented as a leader in accessible expert learning, in this case partnering with Microsoft to deliver a co-branded learning experience. The brand aims to occupy the space of trusted professional development, aligning with the values of career advancement and future-proofing for decision-makers. It sets itself apart through its expert-led certificate programs. # Product The MasterClass Certificate in "Lead with AI" is a co-branded learning experience developed with Microsoft. It's designed for leaders looking to integrate AI into their business strategies. The ad presents the certificate as a "playbook for unlocking growth" and claims that it teaches leaders to "Lead AI change," "Learn to build AI workflows," "Explore approaches to AI pilots," and "Identify and manage key AI risks." The certificate is positioned as a solution to the 'classic getting started problem'. # Visual style The ad has a professional and corporate aesthetic, with clean, well-lit shots and minimal distractions. The editing is relatively slow-paced, emphasizing clarity and direct communication over flashy effects. The overall feel is polished and aimed at conveying trustworthiness and expertise. # Hooks Spoken: You're either going to become an AI enabled company, or you're going to be beaten by one, quite frankly. Text overlay: ENDS SOON: PRE-ENROLL TO SAVE 30% Visual: 00:00–00:05: The shot is a medium close-up of a light-skinned male, around 40 years old, with short hair, wearing a dark blue sweater over a button-down shirt. He's positioned center frame, looking directly at the camera. The background is a blurred view of what appears to be a contemporary living room, with light wooden walls and a sofa in the background. A yellow text overlay appears at the top of the screen: "ENDS SOON: PRE-ENROLL TO SAVE 30%." # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the challenge of knowing how to get started with AI integration into your company, also described as "the classic getting started problem." # Value propositions - The certificate is your playbook for unlocking growth. - Learn to lead with AI. - Microsoft's 30 years of AI experience # Benefits - Unlocking growth - Lead AI change - Learn to build AI workflows - Explore approaches to AI pilots - Identify and manage key AI risks - Unleash human creativity # Features - Co-branded learning experience with Microsoft - Certificate upon completion # Call to action None used. # Point of view - Brand 100% – The ad is entirely presented from the brand's point of view, highlighting its expertise and the value of its products. # Storyline - 00:00–00:05 The male speaker asserts that a company will either become AI-enabled or be defeated by one, framing AI adoption as essential for survival. - 00:06–00:11 The speaker, introduced as Jared Spataro from Microsoft, states that Microsoft has been working on AI for 30 years and this experience will equip companies to lead with AI, suggesting Microsoft's authority and experience in the field. - 00:11–00:14 The ad transitions to a display that reads, "A Certificate course from MasterClass Certificates Microsoft." - 00:14–00:16 The certificate is then visually presented in a frame, with details like "Lead With AI," "Awarded to Nina Desai," and signatures, highlighting its official and personalized nature. - 00:16–00:19 Jared Spataro states that the certificate is a playbook for unlocking growth, framing it as a practical tool for business advancement. - 00:19–00:24 A female speaker, Alysa Taylor from Microsoft, claims that AI has unleashed human creativity, positioning AI as a catalyst for innovation. - 00:24–00:28 The ad displays course curriculum. - 00:28–00:30 The certificate is shown again in a frame. - 00:30–00:33 A female speaker states that the "only answer to the getting started problem is to get started."